How Mature is Your Organization when it Comes to UX?

To optimally integrate experience design in an organization, it's helpful to first map out its maturity level.

Article No :1204 | March 17, 2014 | by Juan Manuel Carraro

Every organization has its own goals, processes, techniques, and teams—each with special characteristics. They are all important to consider when incorporating user experience, but it’s also crucial to gauge the maturity level of an organization.

Last year my company, Keikendo, presented a model to identify the maturity level of user experience within an organization. The product of over 10 years of shared experience in organizations of different sizes and types across markets, we call it the Keikendo Maturity Model.

What we’re looking for are barriers to the adoption of user experience within an organization, and the model describes 20 barriers clustered on five levels:

Unintentional

Self-Referential

Expert

Centralized

Distributed

It is possible that the 20 barriers do not cover all situations in all organizations, but they do address the most common barriers that occur at each level. Let’s have a look at the five levels and the best tools for working through them.

1. Unintentional

For organizations at this level, user experience isn´t treated proactively but emerges as a consequence of certain business goals and IT constraints. The most common barriers here are ignorance and rejection: there are no resources with knowledge of user experience or they do not have intentions of incorporating it because they think it isn´t worth it.

2. Self-Referencial

At this level, organizations design products as if their users think and act just like they do. Users are fictional and often idealized, and they don´t really participate in the design process. UX can begin to be part of the organization´s public communications but, in general, it's no more than a slogan. The common barriers at this level are budget, time, and resource constraints.

Tools for advancement: User testing is the most powerful tool for overcoming resistance at this level. While observing real people using a product or interface, preconceptions begin to crumble and it’s possible to discover where and why they are failing.

3. Expert

At this level there emerges one person or a small team within the organization focused on user experience. It's possible that some user tests have been done but they are rare and not methodologically strict.

The common barriers at this level are formalization, expansion, and deepening of the process. The UX technique that has been implemented can not be a consistent part of the design process. On the other hand, it is difficult to replicate it in other projects and even incorporate other complementary techniques.

Tools for advancement: Quantification of user testing to measure results and compare projects where UX techniques were applied to those where they were not.

4. Centralized

Organizations that are at this level have a user experience team consisting of at least three roles: interaction design, information architecture, and usability. Several UX techniques are applied and user testing is a consistent part of the design process.

The common barriers are issues are related to UX team scalability. The value of UX has increased and different departments within the organization ask for more resources and better skills, but it is difficult for the UX team to meet these demands; generally because UX is still an internal service instead of a strategic area with its own budget.

Tools for advancement: At this level is very important that UX metrics are linked to KPIs (Key Performance Indicators) to expose the impact that UX provides.

5. Distributed

User Experience is at the same level as Marketing or Finance. UX is part of the organizational culture and participates in the phases of discovery, design, and development for products and services.

The common barriers here usually show up in the consolidation phase of UX as a strategic area within the organization. In general, barriers arise due to generational issues and the ignorance of senior executives, including the CEO.

Tools for advancement: Show how User Experience improves ROI (Return On Investment).

Gaining Maturity

Maturity progresses one level at a time. If an organization has a UX environment that is Self-Referential, they won’t be able to skip ahead to the Distributed level without moving through the levels in between, gaining skills and overcoming barriers. Because each level requires the integration of knowledge, skills, specific profiles, and changes to internal processes, the process can last for years.

To achieve higher levels of maturity two important things must change within an organization:

Organization goals

Power balance

Changing organizational goals involves incorporating new variables into the economic and financial business equation by putting the focus on users. As the product and service development cycle changes, an organization begins to think about the design of products with users in the center of the process, actively involving them from discovery and research phases, through design, development, and support. The organization understands that users are the most important variable to achieving their business goals.

Altering the balance of power requires changes that affect all organization levels, particularly middle management and directors including the CEO. These changes also require the participation of users in the decision-making process, which can limit management’s control. In organizations that are strongly self-centered in the CEO, CTO, or any other person this can be difficult and will require gradual changes that need to be consistently supported by positive results.

The Keikendo Maturity Model provides a way to map an organization’s maturity level and to build an action plan to better incorporate user experience in order to improve business results. You can find out where your company or organization sits on the spectrum by taking the test online.

About the Author(s)

Juan helps organizations and startups to build better products and provide services that delight customers in a profitable way for the business. He leads, trains and mentor teams to incorporate User Experience, Service Design and Design Thinking processes and technics through a Human-Centered and Agile approach. For the last 15 years he has worked for technology and service companies, entrepreneurs, consulting and interactive agencies developing projects in Latam and the United States. Juan is a lecturer, academic advisor and regular speaker at seminars and other related events on User Experience, Service Design, Design Thinking and Lean UX.

He holds a Masters Degree in Economy and Business Administration from ESEADE, and a Bachelor’s Degree in Social Communication Sciences from the University of Buenos Aires.

Comments

Adams Helen

December 6, 2016

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My name is Joy Lopes, I never thought I will smile again, My husband left me with two kids for one year, All effort to bring him back failed I thought I'm not going to see him again not until I met a lady called Jesse who told me about a spell caster called Dr.Miracle, She gave me his email address and mobile number and I contacted him and he assured me that within 48 hours my husband will come back to me, In less than 48 hours my husband came back started begging for forgiveness saying it is the devils work, so I'm still surprise till now about this miracle,i couldn't conceive but as soon as the spell was cast,i became pregnant and gave birth to my third child(Taylor) if you need any assistance from him you can contact him via:Email (MIRACLESPELLHOME@YAHOO.COM),, or you can also contact him through his website http://miraclespellhome.wix.com/dr-miracles,,or call him,,+2348071398555,,,,

Are you going through a break-up or divorce? Do you need your Ex back fast? do not cry anymore, contact Dr .Unity powerful Love spell that work fast now!! I was hurt and heart broken when my husband breakup with me, and i could not know what next to do again, I love my husband so much but he was cheating on me with another woman and this makes him break up with me so that he can be able to get marred to the other lady and this lady i think use witchcraft on my husband to make him hate me and my kids and this was so critical and uncalled-for,I cry all day and night for God to send me a helper to get back my man until i went to Texas to see a friend and who was having the same problem with me but she latter got her husband back and i asked her how she was able to get her husband back and she told me that their was a powerful spell caster called Dr.Unity that help with love spell in getting back lost lover back, and i decided to contact the same Dr.Unity and he told me what is needed to be done for me to have my man back and i did it although i doubted it but i did it and the Dr told me that i will get the result after 24hours, and he told me that my husband was going to call me and i still doubted his word, to my surprise my husband really called me and told me that he miss me so much, Oh My God! i was so excited, and today i am happy with my man again and we are joyfully living together as one big family and i thank the powerful spell caster Dr.Unity for bringing back my man and i decided to share my story on the internet that Dr.Unity is best spell caster online who i will always pray to live long to help his children in the time of trouble, If you have any problem contact Dr.Unity and i guarantee you that he will help you,Email him at: Unityspelltemple@gmail.com ,you can also call him or add him on whats-app: +2348071622464 ,visit his website:http://unityspelltemple.yolasite.com .

Getting ex boyfriend back after a breakup,I’m extremely happy that will are living together again. Am Maria 21yr from England, my boyfriend of a 4yr just broke up with me and am 30 weeks pregnant.I have cried my self to sleep most of the nights and don’t seem to concentrate during lectures sometimes I stay awake almost all night thinking about him and start to cry all over again.Because of this I end up not having energy for my next day’s classes ,my attendance has dropped and am always in uni and on time.Generally he is a very nice guy ,he ended it because he said we were arguing a lot and not getting along.He is right we’ve been arguing during the pregnancy a lot .After the break up I kept ringing him and telling him I will change.I am in love with this guy and he is the best guy I have ever been with.I’m still hurt and in disbelief when he said he didn’t have any romantic feelings towards me anymore that hurt me faster than a lethal syringe.He texts me now and then mainly to check up on how am doing with the pregnancy,he is supportive with it but it’s not fair on me, him texting me as I just want to grieve the pain and not have any stress due to the pregnancy.i was really upset and i needed help, so i searched for help online and I came across a website that suggested that Dr Unity can help solve marital problems, restore broken relationships and so on. So, I felt I should give him a try. I contacted him and he told me what to do and i did it then he did a spell for me. 28 hours later, my bf came to me and apologized for the wrongs he did and promise never to do it again. Ever since then, everything has returned back to normal. I and my bf are living together happily again.. All thanks to Dr Unity. If you have any problem contact Dr.Unity now and i guarantee you that he will help you.Email him at: Unityspelltemple@gmail.com ,you can also call him or add him on whats-app: +2348071622464.

Getting ex boyfriend back after a breakup,I’m extremely happy that will are living together again. Am Maria 21yr from England, my boyfriend of a 4yr just broke up with me and am 30 weeks pregnant.I have cried my self to sleep most of the nights and don’t seem to concentrate during lectures sometimes I stay awake almost all night thinking about him and start to cry all over again.Because of this I end up not having energy for my next day’s classes ,my attendance has dropped and am always in uni and on time.Generally he is a very nice guy ,he ended it because he said we were arguing a lot and not getting along.He is right we’ve been arguing during the pregnancy a lot .After the break up I kept ringing him and telling him I will change.I am in love with this guy and he is the best guy I have ever been with.I’m still hurt and in disbelief when he said he didn’t have any romantic feelings towards me anymore that hurt me faster than a lethal syringe.He texts me now and then mainly to check up on how am doing with the pregnancy,he is supportive with it but it’s not fair on me, him texting me as I just want to grieve the pain and not have any stress due to the pregnancy.i was really upset and i needed help, so i searched for help online and I came across a website that suggested that Dr Unity can help solve marital problems, restore broken relationships and so on. So, I felt I should give him a try. I contacted him and he told me what to do and i did it then he did a spell for me. 28 hours later, my bf came to me and apologized for the wrongs he did and promise never to do it again. Ever since then, everything has returned back to normal. I and my bf are living together happily again.. All thanks to Dr Unity. If you have any problem contact Dr.Unity now and i guarantee you that he will help you.Email him at: Unityspelltemple@gmail.com ,you can also call him or add him on whats-app: +2348071622464.

My name is tucker stacey.This is a very joyful day of my life because of the help Dr.Trust has rendered to me by helping me get my ex husband back with his magic and love spell. i was married for 6 years and it was so terrible because my husband was really cheating on me and was seeking for a divorce but when i came across Dr.Trust email on the internet on how he help so many people to get thier ex back and help fixing relationship.and make people to be happy in their relationship. i explained my situation to him and then seek his help but to my greatest surprise he told me that he will help me with my case and here i am now celebrating because my Husband has change totally for good. He always want to be by me and can not do anything without my present. i am really enjoying my marriage, what a great celebration. i will keep on testifying on the internet because Dr.Trust is truly a real spell caster. DO YOU NEED HELP THEN CONTACT DOCTOR TRUST NOW VIA EMAIL: Ultimatespellcast@gmail.com or call +2348156885231 or ultimatespellcast@yahoo.com. He is the only answer to your problem and make you feel happy in your relationship. his Via web sit: http://ultimatespellcast8.wix.com/ultimatespellcast

i am giving this testimony cos l am happy My name is mrs. Lara Mark from Houston,taxes.i never believed in love spells or magic until i met this spell caster once. when i went to Africa in July this year on a business summit. i ment a man called dr. UKO.He is powerful he could help you cast a spells to bring back my love’s gone,misbehaving lover looking for some one to love you, bring back lost money and magic money spell or spell for a good job.i’m now happy & a living testimony cos the man i had wanted to marry left me 3 weeks before our wedding and my life was upside down cos our relationship has been on for 2 years… i really loved him, but his mother was against me and he had no good paying job. so when i met this spell caster, i told him what happened and explained the situation of things to him..at first i was undecided,skeptical and doubtful, but i just gave it a try. and in 6 days when i returned to taxes, my boyfriend (is now my husband ) he called me by himself and came to me apologizing that everything had been settled with his mom and family and he got a new job interview so we should get married..i didn’t believe it cos the spell caster only asked for my name and my boyfriends name and all i wanted him to do… well we are happily married now and we are expecting our little kid,and my husband also got a new job and our lives became much better. in case anyone needs the spell caster for some help, email address ukospelltemple@yahoo.com Great UKO i thank you very much thank you in 1000000 times.. if not you i would have been losted and wasted thank you. please make sure you contact him for any financial difficulties okay.. What a powerful man such as Dr UKO.. he is so much powerful..\\ email him for any difficulties.. ukospelltemple@yahoo.com or his website: ukospelltemple.wixsite.com/mysite or whatsapp hin via: +2347064650019

I am very happy today for what God used dr. trust the great spell caster to do in my life. My name is Jong Wood i had a fight with my wife in the past which led to our divorce. I tried all i could to make her come back to me but she refuse and said it was over between us, one day i came across a testimony on the internet on how Dr. Trust used his spell to reunite two lovers and so i decided to contact him. and he assured me that my wife will come back to me within 48 hounrs after he has finish the preparation of the white magic spell.I am very glade today to tell the world that Dr.Trust is truly a man of his word because my wife came back to me and fell on her knees begging me to forgive her and accept her back. Do you have a problems with your loved once then contact Doctor Trust today via email: Ultimatespellcast@gmail.com or Ultimatespellcast@yahoo.com call him +2348156885231 his Via web sit: http://ultimatespellcast8.wix.com/ultimatespellcast or you can chat or add me on Facebook via Jong wood.

My name is Adams Helen from United States, I want to quickly tell the world that there is a real on line spell caster that is powerful and genuine, His name is DR TRUST, He helped me recently to reunite my relationship with my husband who left me, When i contacted DR TRUST he cast a love spell for me and my husband who said he doesn't have anything to do with me again called me and started begging me. he is back now with so much love and caring. today i am glad to let you all know that this spell caster have the powers to bring lovers back. because i am now happy with my husband. To anyone who is reading this article and needs any help, DR. TRUST can also offer any types of help like Reuniting of marriage and relationship, Curing of all types of Diseases, Court Cases, Pregnancy Spell, Spiritual protection and lot's more. You can contact him Via this email Ultimatespellcast@yahoo.com or ultimatespellcast@gmail.com call him +2348156885231.

I don't think this is a particularly useful model, these 'levels' don't map to the real world and probably don't have much predictive value. It's possible to be at level 5 "UX is part of the organizational culture and participates in the phases of discovery, design, and development for products and services." and not implement items from 4, and 3. Early google would be a good example of a CO that doesn't fit your model.

Very Nice Article Juan! Good analysis on UX maturity.
I am associated with a reputed IT firm as a UX professional.
One aspect which I have observed and wanted to mention here is - With UX trending rapidly, particularly in IT industry, there are number of organizations who boast of their UX capability with numbers to match with the competition. What numbers mean here is the number of UX professionals hired, number of hours they spend on an assignment, number of projects handled.. blah blah.. On the other hand the quality of work, the process adopted and the practices being followed matter the most, which is quite miserable. Many of the organizations, I have visited have involved their UX designers in merely interface design. UX Designers in some of the product companies have also been asked to do branding and graphic design works too. So, at granular level, what UX professionals are doing, is the most significant than anything.
I believe, in order to evaluate an organization's maturity in UX, the spotlight should start focusing on quality and process at the atomic level apart from the proper institutionalization of UX in the organization.

Every level has issues, We are between 3 and 4. Don't give up fighting for UX. Its hard and it can be a long battle, but it will pay off. Start by doing your own usability testing. You can do a lot with a very small to $0 budget! You will go above and beyond but the results will be reflected in your design. Keep educating management, do lunch and learns, seek out a UX champion at an executive level. If you enjoy the company and work, its worth the time and investment... for everyone. Have you read Rocket Surgery Made Easy by Steve Krug?

Hi Matt! First I´ll recommend you to find a sponsor within your organization to do user testing in a specific project. Don´t try to sell user testing in an abstract way: choose a project and try to convince the owner or sponsor of that project to include some tests. If the time is a problem ask for just 3 or 4 users. That should be enough to find the most obvious usability problems. Secondly, If you still find it difficult to convince the sponsors for doing user testing during the project propose to doing it once the product is released or the project has ended. This will eliminate the excuses related to time and money waste and will allow you to prove the value of the technique for the next project. Good luck!

Mighty time and you just saved me a whole pile of time reviewing and writing this up. Also, very nice to have a bit more light on the future goals, as I've reached each one step by step and now have a clearer map. THANK YOU

Thank you for a great article, now I have more words than "they just don't get it". I now have a model to adjust my view of UX processes in other companies, this is sure to make a difference when determining level of effort.

Thanks Bryan!! Definitely you can use this model as an assessment tool in order to evaluate which is the best UX approach for a client or project. It can help you to build common ground in order to establish a productive relationship for both you and your client. Good luck!